Florence's ''new Renaissance''
About five years ago, some of Florence's most visionary citizens – among them the current Mayor of the city of Florence, Matteo Renzi, entrepreneur Iacopo Mazzei, Leonardo Ferragamo and then President of the Chamber of Commerce Luca Mantellassi – became convinced that the cultural strategy pursued since the early 1980s had made Florence a "Renaissance Disneyland" and left the city ravaged and almost uninhabitable for its own citizens. The once premium brand of Florence had been devalued by mass tourism, and the city was now seen by many as a whistle stop between Rome and Venice, where tourists were disgorged from their buses, visited the Uffizi, bought an apron decorated with David's private parts and left, leaving nothing behind but a trail of paper wrappers on the city's streets. Now, Florence is experiencing a "new Renaissance". With its unique heritage, the more dynamic and contemporary the city is for its citizens, the better it is for tourists who want to stay longer, explore more, and return more often. By making the city better for its citizens, Florence is better for the whole world.